II, Introduction
This project works on a well-known cosmetic brand – Shiseido. In the following parts, the project will evaluate the positions of SHISEIDO, the competitions within the industry, customer’s buying behavior (including their personalities) and their decision making process. We separated the customers mainly into three groups. They are (a) fashion followers, (b) price-conscious consumers and (c) consumers who focus on product features. Recommendations are made referring to the consumers’ profile.
III, Company Background
SHISEIDO is established in 1919, by a pharmacy launched in 1872. SHISEIDO then tried to develop different brands. It includes IPSA, CLE DE PEAU, ETTUSAIS, AQUA LABEL, MAJOLICA MAJORCA. In 1989, SHISEIDO make up was awarded with Marie Claire Prix d’Excellence／Astir Magazine Astir Award. It becomes one of the most famous global cosmetic brands in the world.
The core values of the company are “RICH”, “HUMAN SCIENCE” and “OMOTENASHI”. “RICH” means enriching our hearts and minds. “HUMAN SCIENCE” means enhancing beauty and Wellbeing. “The spirit of OMOTENASHI” means providing social and human care services to customers.
All the products and services are developed based on these. Through the three core values, SHESEIDO associates its brand with elegant and care.

IV, Customer Profile (AIO)
The consumers of Shiseido are classified by AIO (activities, interests and opinions) and were grouped into three categories, namely, fashion-conscious consumers, price-conscious consumers as well as…...

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A Report submitted in partial fulfillment of the requirements for the award of the degree of
BACHELO OF BUSINESS ADMINISTRATION TO SOUTH GUJARAT UNIVERSITY, SURAT
Submitted By: TARANG P PATIL T.Y.B.B.A. (SEM-VI) ROLL NO.-23
Under the guidance of MR.HORMAZ.D.PATEL
Submitted To:
THE CO-ORDINATOR THE SURAT PEOPLE’S CO-OP. BANK COLLEGE OF BUSINESS ADMINISTRATION
UDHNA (SUART)
March 2007
1
THE SURAT PEOPLE’S CO-OP. BANK COLLEGE OF BUSINESS ADMINISTRATION
CERTIFICATE OF THE FACULTY GUIDE
This is to certify that the project entitled “A STUDY ON CONSUMER
BUYING BEHAVIOUR AT TIME TO PURCHASE HERO HONDA BIKE. Submitted in partial fulfillment for the award of the degree of BACHELOR OF BUSINESS ADMINISTRATION TO SOUTH GUJURAT UNIVERSITY, SURAT is a record of bonafide research work carried out by TARANG P PATIL under my supervision
and guidance.
Signature Project Guide (Prof .H.D.Patel)
Signature Co-Ordinator (MRS. DAISY S.T)
DECLARATION
2
I , TARANG P PATIL , here by declare that the project report entitled “A STUDY ON CONSUMER BUYING BEHAVIOUR AT TIME TO PURCHASE HERO HONDA BIKE. under the guidance of Prof H. D. PATEL submitted in partial fulfillment of the requirement for the award of the degree of Bachelor of business administration to south Gujarat university , Surat is my original Work - research study - carried out during 1st January, 2008 to 1st March ,2008......

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Consumer Behaviour 1
q
1
Consumer Behaviour
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x
This chapter provides an introduction to consumer behaviour. Consumer is the most important
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x
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